How We Boosted Social Engagement by 448% + Industry News and Insights
Field Tips is a biweekly email series bringing you the latest marketing trends and topics directly to your inbox. Covering everything from digital marketing and social media to content strategy and more, we curate the industry’s top stories and present them as easily digestible insights. The content contained within this post comes directly from our October 18, 2024 issue. If you’d like to receive Field Tips at the time of publication, subscribe here.
Have you taken a good look at your social media strategy lately? Ours wasn’t quite hitting the mark, so we decided it was time for a change.
We started with a social media audit—a deep dive into what was working and what wasn’t. The audit helped us understand where our efforts were falling short and where we had opportunities for growth. It’s something every business should consider, especially if you’re not seeing the results you want.
Here’s what we did based on our findings:
- Removed underperforming channels (we said goodbye to X/Twitter).
- Reengaged platforms we had been neglecting (like Instagram).
- Reallocated our efforts, putting 70% into LinkedIn, 15% into Facebook and 15% into Instagram.
- Developed a content strategy tailored to each platform’s strengths.
- Repurposed our best-performing content to maximize its impact.
- Streamlined our processes with a dedicated team and upgraded scheduling/publishing tools.
And the results? In just the first month, we saw a 448% increase in engagement across all platforms—with LinkedIn alone accounting for nearly 60% of that growth!
If it’s been a while since you revisited your social media strategy, now could be the perfect time. Reach out for more about our approach and how our team can help optimize your strategy for bigger, better results.
Google Fights Back Against DOJ’s Breakup Plan
WHAT’S HAPPENING. The U.S. Department of Justice (DOJ) has proposed a breakup of Google, accusing the tech giant of monopolistic practices in digital advertising and search. Google is pushing back, calling the plan “radical,” citing risks to user privacy, AI innovation, and small businesses. The proposals could disrupt Google’s ad ecosystem and key products like Chrome and Android.
WHY IT MATTERS. A breakup would significantly reshape digital marketing. Marketers might face higher ad costs and reduced efficiency, impacting campaign strategies, targeting, and ROI. It could also shift how brands interact with consumers across Google’s platforms.
X’s Controversial Move to Weaken Blocking
WHAT’S HAPPENING. X (formerly Twitter) is altering how blocking works, allowing blocked users to still view public posts but preventing them from engaging. This change is framed as a way to increase transparency, but it limits the effectiveness of blocking as a tool against harassment, as users can still view content despite being blocked.
WHY IT MATTERS. For marketers, this could impact user experience and trust on the platform. Reduced control over blocking might drive away users concerned about privacy and safety, potentially shrinking X’s audience and advertiser reach.
Bad Actors Beware: Google Tightens the Reins on Ad Violations
WHAT’S HAPPENING. Starting November 2024, Google will enforce harsher penalties for third parties that repeatedly or significantly violate its ad policies. Violators risk immediate account suspension and removal from Google programs like Google Partners. The new rules target ad tech providers and apps involved in prohibited activities such as incentivizing ad clicks.
WHY IT MATTERS. Sometimes, our worst enemy is other marketers—especially bad actors like this policy update seeks to punish. These violators erode trust in digital advertising, which can drive up costs and reduce effectiveness for everyone. Google’s harsher penalties aim to protect the integrity of its ad ecosystem, meaning ethical marketers benefit from a cleaner, more reliable platform.
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Advertisers Are Targeting Horror-Loving Younger Audiences in Theaters
Marketers are tapping into the genre’s appeal to Gen Z and millennial viewers, combining spooky themes with relevant products. The focus is on creating immersive experiences that resonate with this demographic, aligning with the spooky vibes they love. Find out how brands are scaring up attention on Marketing Brew.
An Open Letter From The CEO Of Search Engine Journal
Semrush, a leading search research platform, has acquired the parent company behind prominent industry publications such as Search Engine Land, SMX, and MarTech.org. Although Semrush states that the acquisition will strengthen its educational resources and tools for digital marketers, concerns have been raised about the potential impact on the independence of marketing journalism. Read more about it on Search Engine Journal.
About the Author
A prominent marketing strategist and nationally recognized thought leader, Grant A. Johnson is president and CEO of Responsory. He is a sought-after public speaker, direct marketing trainer, copywriter, award-winning author and the creator of Direct Branding℠, Responsory’s method for producing sure-fire measurable results.
